It's almost 2026, but authenticity still reigns supreme — and the PR pros know it. Public relations experts are increasingly turning to micro-influencers when speaking to the public. 

While these individuals might have a meager following, they are highly engaged. Micro-influencers often boast engagement rates significantly higher than their macro counterparts. For instance, Instagram micro-influencers with 10 000 to 50 000 followers may reach about 8.5% in story exposure compared to the 1.9% seen by mega-influencers. 

This heightened engagement translates to more meaningful interactions with audiences. This is reestablished by a substantial 82% of consumers who find recommendations from small influencers  more reliable, underscoring the trust these figures command within their communities. 

So, what does this mean for PRs? Integrating micro-influencers into PR strategies offers several advantages, including:

  • Enhanced Credibility: Their authentic content resonates with audiences, humanising brands and fostering trust.

  • Cost-Effectiveness: Collaborating with micro-influencers is often more budget-friendly, allowing PR teams to allocate resources efficiently.

  • Targeted Outreach: Micro-influencers cater to niche audiences, enabling brands to reach specific demographics effectively.

For example, Blueland, a sustainable cleaning products brand, collaborated with micro-influencers to share authentic stories about reducing plastic waste. While the campaign boosted sales, the publicity success lay in how the influencers positioned the brand as a credible voice in the sustainability conversation. 

By sparking genuine dialogue and media coverage around eco-friendly living, Blueland built trust and visibility far beyond traditional advertising metrics.

The takeaway? Micro-influencers aren't just an add-on to PR strategies — they're quickly becoming the backbone of authentic communication. Their relatability, trustworthiness and ability to spark conversation make them powerful allies in any publicity playbook. 

For the PR pros willing to lean into these local voices, the opportunity is clear: build deeper connections, earn genuine engagement and secure the kind of lasting trust that no big-name campaign can buy.

 

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*Image courtesy of Canva 

**Information sourced from YuluPR and journal